Mariners Play Name Game With Corporations Sponsors Make Pitch To Put Moniker On New Ballpark

The search has begun in earnest for a company willing to shell out big bucks to put its name on the Seattle Mariners’ new stadium.

And there’s apparently no shortage of contenders.

Team officials aren’t naming names, but say the candidates include many of their largest corporate sponsors.

Corporations have asked about naming the Mariners’ ballpark since the project was approved in 1995, but the team only began pitching them about the hot marketing opportunity two weeks ago.

“We are just really beginning, making contacts with people that have either expressed interest in the past or who we think might have an interest, based on past activities with the ballclub or their standing in the region,” said Bob Aylward, a sports marketing expert the Mariners hired as a vice president in June.

A deal could be made by year’s end, Aylward said.

The Mariners’ big corporate sponsors include Microsoft, Boeing, Eagle Hardware, Starbucks, Seafirst, Texaco, Airborne Express, Pepsi, Anheuser-Busch and First USA, a Dallas-based credit card issuer.

Sports marketing experts say the Mariners may get $40 million for the name - nearly enough to cover their $45 million investment in the $417 million facility - over the course of their 20-year lease on the ballpark, which is scheduled to open in July 1999.

Nationwide, 37 stadiums and arenas now have naming-rights deals worth a total of more than $800 million, said Rob Vogel, vice president of The Bonham Group, a Denver sports marketing firm.

They are home to 48 of the country’s 113 pro baseball, football, basketball and hockey teams.

“A majority of the deals today, you’re looking at anywhere from $2 million (a year) to $2.5 million,” he said.

Locally, the first major naming deal was Key Bank’s $15.1 million 1995 contract to rename the Seattle Center Coliseum “KeyArena” for 15 years.

Some deals are for the stadium name only, while others include rights to advertise and sell merchandise inside the stadium.

Aylward said a variety of options are being presented in Seattle, depending on the company.

“These are gentlemanly types of negotiations,” he said. “These are some of the most savvy business people in the world. You go about the process in a very classy way.”

Representatives of several companies either weren’t aware of discussions with the Mariners or denied they were taking place.

“At this point I don’t believe we’re actively pursuing any sponsorship opportunity there,” Microsoft spokesman John Pinette said.

Wanda Herndon, vice president for communications at Starbucks, said the company has “so many opportunities we have to evaluate and this is not one we’re looking at at this particular time.”

The News Tribune of Tacoma suggested the speciality coffee chain might name the ballpark Starbucks Grounds.

A Boeing spokesman wasn’t able to confirm whether the aerospace company is pursuing the ballpark name - perhaps Boeing Field II?

And at Eagle Hardware, marketing vice president Robert Cleveland said the company would “take a look at anything,” but that $20 million or more would probably be too much.

After the Mariners choose an offer, they’ll notify the public board overseeing the stadium project. The deal would then be reviewed by legislative leaders before the board gives final approval.